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  1. 1. Interweaving Print and Online Content Elsevier E-ditions and Drug Updates on MD ® Consult ®Presented by: Jabin White, Elsevier Inc.Date: June 1st, 2005 © Jabin White, Elsevier Inc. 2005 Agenda § Background § Case Study 1 – E-ditions at Elsevier § Case Study 2 – Drug Updates on MD Consult § Conclusions, Final Thoughts © Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Who is Elsevier? § Publish more than 1,800 journals, more than 2 million pages per year § Brands include ScienceDirect, MD Consult, and imprints Mosby, Saunders, Churchill-Livingstone © Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 1
  2. 2. Who am I? § Started as Editorial Assistant, then Developmental Editor § Learned SGML at Mosby § Moved to Williams & Wilkins in 1997, merged with L-R in 1998 § Moved to Harcourt Health Sciences in October, 2000, acquisition by Elsevier completed in September, 2001© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 E-ditions § Print/online package for key healthcare reference titles § More than 30 titles published in last two years § Online version updated weekly § Plus additional value- add features© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Background § Drive sales and revenue of big-brand titles § Growing user demand for comprehensive, authoritative and current information § Demand for e-products designed for the individual § Complement highly used and valued print product § Support migration to online resource usage § Keep step ahead of print and electronic competition© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 2
  3. 3. Progress § First e-dition launched May 2003 § >30 key titles now available § Covers most core Medical/Surgical specialties § Expanding into other health markets § Excellent market response© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Our Business Model Approach § Capitalize on print brand and reputation § Clarity of product concept and business model for channels and customers § Maximize sales impact by making the most of current channels § Transitional step in migration of key customer bases to online products § Leverage existing organization and process to support e-products© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Sales Model § Print/online package sold using boxed book with web access information § Package has price premium over standalone book § Online access provided for life of edition § Simultaneous publication with print© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 3
  4. 4. Braunwald’s Heart Disease, 7e § Two-volume print book: $189 § Website access only: $189 § Two-volume print book and website access together: $289 § Website access is for life of edition© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Product Features § Full searchable text online § Updates § Ensure currency of online product § Image Tools § Add new functionality to book content § Handheld Functionality § Custom “books-to-go” § Enriching Content § Add unique online value© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Updates § Enhanced currency one of print users’ largest needs § All titles updated at least weekly § Updates integrated with original text § Hotsynced to handheld devices § E-mail alerts of new updates© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 4
  5. 5. Image Tools § Image library leverages book content with new functionality § Huge demand for easily downloadable images for use in teaching and presentations § E-ditions give ability to search/browse for images and download PowerPoint™ presentations© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Handheld Functionality § Handhelds key in medical markets § Any book content can be sent to PDA § Allows customer to use customized book at point of need § Updates hotsynced automatically § Bookmarking and search from PDA© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Enriching Content § Reference linking to literature § Self-assessment materials § Embedded reference tools (e.g. drug database) § Use video, animations and tools to enhance core book content© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 5
  6. 6. Quick Product Demo Braunwald’s Heart Disease, 7th Edition www.braunwalds.com© Jabin White, Elsevier Inc. 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 6
  7. 7. © Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 7
  8. 8. © Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 8
  9. 9. © Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 9
  10. 10. © Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 10
  11. 11. © Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 11
  12. 12. © Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Figure 47-4 Importance of time to reperfusion in patients undergoing primary percutaneous coronary intervention (PCI) for ST segment eleva tion myocardial infarction(STEMI). This plot is based on the pooled data from 1791 patient undergoing primary PCI for STEMI. After adjusting for baseline risk, there is a curvilinear relationship s between the time elapsed from the onset of symptoms to balloon i nflation and the rate of mortality at 1 year. For every 30- inute delay from onset of symptoms to mprimary PCI, there is an 8 percent increase in the relative riskof 1- ear mortality. (From De Luca G, Suryapranata H, Ottervanger JP,et al: Time-delay to treatment and y mortality in primary angioplasty for acute myocardial infarction Every minute counts. Circulation 109:1223, 2004.) :© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Downloaded from: Heart Disease (on 29 May 2005 07:45 PM) © 2005 Elsevier 12
  13. 13. Figure 53-12 Commonly used classification systems for aortic dissection. (Refer to Table 53-1 for definitions.)© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Downloaded from: Heart Disease (on 29 May 2005 07:45 PM) © 2005 Elsevier Figure 25-1 Schematic representing proper positioning of the intraaortic b alloon. (Courtesy of Datascope, Inc.)© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Downloaded from: Heart Disease (on 29 May 2005 07:45 PM) © 2005 ElsevierFigure 56-10 Diagrammatic representation of tetralogy of Fallot. 1, Pulmonary stenosis; 2, ventricular septal defect; 3, overriding aorta;4, right ventricle hypertrophy. RA = right atrium; RV = right ventricle; LA = left atrium; LV = left ventricle; Ao = aorta; PA = pulmonary artery. (From Mullins CE, Mayer DC: Congenital Heart Disease: A Diagrammatic Atlas. New York, Wiley- iss, 1988.) L© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Downloaded from: Heart Disease (on 29 May 2005 07:45 PM) © 2005 Elsevier 13
  14. 14. End of Demo© Jabin White, Elsevier Inc. 2005 Production Issues § Full-text SGML and images delivered to platform from compositor at the same time as fat PDFs for printing book § Currently using MD Consult DTD § In line with company strategy to move toward XML-first workflow § Outsourced composition and conversion with careful control of validation and workflows© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Development Issues § Re-engineered a platform built by small UK (internal) development group § All E-ditions share the same platform – changes that benefit one benefit ALL § Maintenance costs are minimal when spread across all titles § Enhancements are done via small, nimble development group© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 14
  15. 15. Updates § Section Editors decide on update topics, send to Updates Manager § Similar to manuscripts, these must be chased § Freelance medical writers then contribute updates, submitted to production § Added to site via web interface, production personnel must select appropriate section to which to “anchor” update© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Archiving/Versioning § Updates are not automatically part of the next edition § Updates are sent, along with a MS Word version of current chapter, to the author for the next edition § He/she may include or re-write updates, but is not mandatory § “True” version of x edition is the full-text without updates, which is archived § E-ditions version is archived on web, but is not considered part of x edition© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Author/Customer Reception § Authors have embraced it, as it blends their work with more currency, with little effort § Customers have been enthusiastic § Offers best of both worlds: solid, peer- reviewed information enhanced with timely updates© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 15
  16. 16. How did we get here? § BooksàFull-Text Books on CD (Bibliotext, etc.)àFull-Text Books on WebàCD/Online HybridsàE-ditions© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 How did we get here? § Evolutionary approach to product development § Customers were shouting for updated, vetted information § Leverages existing channels to reach (sometimes) existing customers § Static approach – if negative feedback on print, it can be fixed online before next edition© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Greatest Challenges § Despite best intentions, some of this was done independent of normal Elsevier processes § Good and bad implications § Important to gain critical mass -- and legitimacy -- in the eyes of the operations group© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 16
  17. 17. E-ditions wrapup § Great lessons learned – unfortunately many of them are unique to Elsevier § Business model issues: E-ditions model contrasts nicely with MD Consult model § Consult gives customer everything, and books’ brand is less important as a single entity § E-ditions are purchased for the single book ‘experience’ – and then enriched© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Case Study 2: Drug Updates on MD Consult© Jabin White, Elsevier Inc. 2005 What is MD Consult? • Online, Clinical “Information Tool” • Answers clinical questions • Helps physicians keep up-to-date up-to- • Response to physician desire for simplified access to information information resources online • Tight integration of multiple content types • Publishing platform • Marketing and distribution channel© Jabin White, Elsevier Inc. 2005 17
  18. 18. About MD Consult MD Consult Users and Customers • Presently more than 300,000 users of MD Consult Core Collection under paid access plans. (active, registered, unique users) • Purchased by organizations including: over 93% of US medical schools, nearly 1000 hospitals, the US military medical commands of the Army, Navy and Air Force, the National Institutes of Health, etc. Health,© Jabin White, Elsevier Inc. 2005 About MD Consult Each Month: More than 1,700,000 clinical questions posed by users More than 9,000,000 pages of clinical content viewed© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Drug Info on MD Consult 8 Pill pictures and imprint cross-reference provided Comprehensive, unbiased prescribing information on over 40,000 medications www.mdconsult.com© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 18
  19. 19. Mosby’s Drug Consult § Contains thousands of FDA-approved drug monographs, with additional material on drug interactions, off-label uses, foreign brand names, etc. § Database is updated daily, but extracted only monthly for loading onto MD Consult and other electronic products, yearly for print product (with quarterly print updates)© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Drug Information, with updates § *Some* drug information changes rapidly, but the one true source of non-changing monographs also has value § Given different circumstances of customer use, why not offer both?© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Drug Updates 8Provides at-a-glance news on drugs. 8Includes latest FDA drug approvals, safety notices and warnings, newly approved indications, and other pharmaceutical news. The latest FDA drug approvals, safety notices, approved indications and other pharmaceutical news www.mdconsult.com© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 19
  20. 20. © Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 20
  21. 21. © Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 21
  22. 22. © Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 22
  23. 23. © Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Production Issues § “Mosby’s Drug Consult” is maintained by dedicated team of 4 editors, with database support § Mosby’s Drug Consult is updated daily, but has varying extraction and data feeds § Drug Updates and news is authored by MD Consult editorial personnel© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 23
  24. 24. © Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 ‘Global’ vs. ‘Local’ Content § Global Content – could be used by any application at Elsevier, non-specific tagging and workflows § Local Content – for use by 1 platform, usually authored at the platform level § Different drug information is produced by each stream© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 24
  25. 25. Archiving/Versioning § Mosby’s Drug Consult maintains a separate archive – monographs of record § Drug Updates and news are part of the MD Consult product – no life beyond that § Separate update cycles – the only time they co-exist is when the user calls them together© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Conclusions, Final Thoughts § In both case studies, today’s version was evolutionary, tomorrow’s will theoretically be that much better § Online allows tighter “revision” timelines, and can be used effectively to supplement print© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 Conclusions, Final Thoughts § There are no “one size fits all” answers § Technological advances in production offer both challenges and opportunities – the key is finding the right approach for your product and your audience § Customer expectations are changing § Print is forever, online doesn’t have to be© Jabin White, Elsevier Inc. 2005 Interweaving Print and Online Content – SSP Boston, 2005 25
  26. 26. Thank You Questions? Jabin White Executive Director, Electronic Production Elsevier 1600 John F. Kennedy Blvd, Suite 1800 Philadelphia, PA 19103 215.239.3231 jabin.white@elsevier.com© Jabin White, Elsevier Inc. 2005 26

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